jon maples - the access generation - sic2012
DESCRIPTION
Jon Maples, Vice President, Product at Rhapsody The Access Generation The sudden importance of personal media devices like smart phones has driven consumption of content to an all time high. And with nearly unlimited access to content—from music to books to video—its place in our lives has changed. Through his experience building digital music products and services, Jon Maples has a front row seat to how Rhapsody’s unlimited catalog and around-the-clock access have not only lead to a behavioral changes, but a change in how we identify with, consider and value content in our lives.TRANSCRIPT
THE ACCESS
GENERATIONHOW MEDIA CONSUMPTION IS
CHANGING THE WAY WE USE AND
THINK ABOUT CONTENT IN OUR
LIVES
LISTEN.COM (1999)
RHAPSODY THROUGH THE YEARS
RHAPSODY “PORTABLE” MUSIC
CIRCA 2006
+
MOBILE DEVICES +
UNLIMITED CONTENT =
EXPLOSION OF
MEDIA
CONSUMPTION
SMARTPHONE SATISFACTION
JP POWER & ASSOCIATES, SEPT 2012
1 B I L L I O N A C T I V E S M A R T P H O N E S
WORLDWIDE SMARTPHONE SALES
FLAT WORLD 2.0 CONNECTIVITY +
MOBILE + CLOUD =
WORLDWIDE
COMPETITION
2011TRANSACTION &
PERFORMANCE
TOTALS
Overall Albums 331,000,000
CD
Digital Albums
Vinyl Albums
Other Albums
Digital Tracks 1,271,000,000
Streaming 21,000,000,000
Airplay
Radio Spins
Radio Audience
TV Video Spins
158,000,000
842,000,000
,000
753,000
Nielsen will capture more than
30 BILLIONStreams & Transactions in 2012
Sales through 1/3/2011-
1/1/2012 (52 Weeks).
Streams include: Yahoo!,
AOL, Napster, Rhapsody,
Slacker, MediaNet,
Guvera, Thumbplay, Vevo,
Akoo, and others. Airplay
inlcude: US Terrestrial,
Satellite, and TV Video.
Slide format stolen
directly from Jay
Frank’s awesome
Breakthrough Trends
in the Music Industry
New Music Seminar
preso, which you can
read here.
227,000,000
103,000,000
2,900,000
81,000
• Have always-connected devices
combined with unlimited access changed
how we listen?
• Has it changed the importance of music
in our lives?
• Do we relate to music and artists who
create it differently?
• And have these changes made artists
rethink about the way they make music
and relate to fans?
TODAY’S QUESTIONS
MUSIC LISTENING ZONE
SOUNDING BOARD
LISTENING BEHAVIORIN THE PAST 18 MONTHS:
-LISTENED TO MUSIC CLASSIFIED IN ALL 20 TOP LEVEL GENRES
-AVERAGED LISTENING TO MUSIC CLASSIFIED IN 151 DISTINCT SUB-GENRES
-SAMPLE LIKE CRAZY TO SEE IF THEY LIKE A SONG OR STYLE
-AVERAGE OVER 500 DISTINCT TRACKS
-LARGE PORTION OF CUSTOMERS AVERAGE OVER 1800 DISTINCT TRACKS
KEY RHAPSODY METRICSPLAYS PER USER
KEY RHAPSODY METRICSDAYS OF PLAY
ETHNOGRAPHIC STUDY
STUDIED 36 DIGITAL MUSIC LISTENERS
OVER A PERIOD OF SIX WEEKS
THREE PHASES
• DIARY STUDY OF PEOPLE’S LISTENING
HABITS
• ONE ON ONE INTERVIEWS IN
SUBJECT’S HOMES
• GROUP GATHERINGS TO TALK ABOUT
MUSIC’S ROLE IN THEIR LIVES
CONDUCTED BY STORYLINE RESEARCH AND PRODUCTIONS
MUSIC AS CURRENCY
SHARING BEFORE
SHARING TODAY
2011TRANSACTION &
PERFORMANCE
TOTALS
Overall Albums 331,000,000
CD
Digital Albums
Vinyl Albums
Other Albums
Digital Tracks 1,271,000,000
Streaming 21,000,000,000
Airplay
Radio Spins
Radio Audience
TV Video Spins
158,000,000
842,000,000
,000
753,000
Nielsen will capture more than
30 BILLIONStreams & Transactions in 2012
Sales through 1/3/2011-
1/1/2012 (52 Weeks).
Streams include: Yahoo!,
AOL, Napster, Rhapsody,
Slacker, MediaNet,
Guvera, Thumbplay, Vevo,
Akoo, and others. Airplay
inlcude: US Terrestrial,
Satellite, and TV Video.
Slide format stolen
directly from Jay
Frank’s awesome
Breakthrough Trends
in the Music Industry
New Music Seminar
preso, which you can
read here.
227,000,000
103,000,000
2,900,000
81,000
IS VARIETY THE NEW MUSIC
IDENTITY?
HUGE CATALOGS OF MUSIC +
ALWAYS AVAILABLE PERSONAL
DEVICES +
EASY PERSONAL AND BROADCAST
SHARING =
MASSIVELY INCREASED
ECLECTIC LISTENING
“I HAVE A THEORY ALL THE GENRES IN MUSIC ARE COAGULATING INTO ONE BIG MONOGENRE”-KYLE CORONEOS
SAVING COUNTRY MUSIC IN THE NY TIMES
HOT 100
GENRE COAGULATORS
GENRE BENDING LAST GENERATION
AEROSMITH AND RUN DMC CHRIS GAINES
MUSIC DISCOVERY AS CRAFT
COLLECTIONS BEFORE
COLLECTIONS TODAY
MUSIC IDENTITY AS AGENCY
ACCESS TO CATALOG CREATES
LISTENING ISSUES
• CURATION FOR CUSTOMERS
MORE IMPORTANT THAN EVER
• UNLIMITED MUSIC = SHORTER
SHELF LIFE
• MOVING ON TO THE NEXT THING
QUICKER THAN EVER
• CHARTS AND POPULARITY
MORE FLUID?
“Music technology in some ways appears to have been on a trajectory in which the end result is that it will destroy and devalue itself…. The technology is useful and convenient, but it has, in the end, reduced its own value and increased the value of the things it has never been able [to] capture or reproduce.”